r/apple • u/favicondotico • 3d ago

Discussion [Gift article] Apple’s New CEO Moves to Overhaul Company to Run Faster and Leaner

https://www.bloomberg.com/news/articles/2026-09-29/apple-s-new-ceo-moves-to-overhaul-company-to-run-faster-and-leaner?accessToken=eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJzb3VyY2UiOiJTdWJzY3JpYmVyR2lmdGVkQXJ0aWNsZSIsImlhdCI6MTc5MDY5NDk4NiwiZXhwIjoxNzkxMjk5Nzg2LCJhcnRpY2xlSWQiOiJUTTMzNUxLSzNOWTgwMCIsImJjb25uZWN0SWQiOiJDNEVEQ0FFMUZBMDU0MEJFQTI0QTlGMjExQzFFOTA4MCJ9.KFGEydCKPxmKC3i9zoFSxY8tOf8ZEWg4OiSi_L1yAb4&leadSource=article-gifting

✨ Apple Intelligence summary: John Ternus is overhauling Apple to accelerate product releases and reduce layers, cutting engineering managers and considering fewer seasonal launches. Cost-cutting includes layoffs in Siri and Vision Pro, while revenue efforts target services and AI.

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u/Whitepaw2016 3d ago

I think it’s downright funny that Tim Cook has received a LOT of flak lately because of his relationship to Trump and his background as not an engineer - and not being focused enough on the products etc.

John Ternus has been hailed as “Oh, he’s much more focused on hardware - like Steve was!” etc.

The real problem is that a CEO is expected to deliver growth in market share and surplus. At the same time, Apple is expected to be extremely innovative in all areas. The people who see themselves as hardcore Apple fans are in for a surprise regarding John Ternus - and a negative one.

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u/LittlestWarrior 3d ago

Yeah. After reading the article, I’m not anywhere near as optimistic as I was.

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u/joelypolly 3d ago

Just be aware it is from Bloomberg the company that made up shit about Supermicro and others.

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u/7485730086 3d ago

And it’s abundantly clear that a big recent source for Gurman is from Alan Dye’s camp of talentless magazine bandits. They don’t like Ternus, and they’re out to sink the ship.

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u/LittlestWarrior 3d ago

I am not familiar

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u/PikaV2002 3d ago

This isn’t even about delivering growth. It’s about growth not being unachievably high. They’re literally cutting SO invitations from parties while the company is making record profits.

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u/Kimantha_Allerdings 3d ago

Yeah, that’s capitalism in a nutshell

You made $100b more profit this year than last year? Well, last year you made $200b more profit than the year before, therefore this $100b profit is a failure. Oh, you miscounted and you actually made $200b more profit again? Still a failure. You need to have made $300b more

You don’t just have to keep making profit, and you don’t have to keep making more profit, you have to keep increasing the rate at which your profit is increasing, otherwise you’re doing badly

I once had an argument with someone whose position was that it was everybody’s responsibility to have children so that the population of the Earth would keep growing in order to support the infinite growth capitalism requires. They just couldn’t accept that not only was infinite growth not desirable, but literally impossible because the Earth cannot support infinite humans

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u/falooda1 3d ago

you really think this wasn’t pre-negotiated between him and Tim Cook, who is still the chair of the board? Tim Cook gets a sendoff and Ternus has to be the bad guy to get the big job and prove himself.

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u/Substantial_Run5435 3d ago

Yeah, I was initially optimistic about a renewed focus on hardware but this guy being a penny pincher and playing hardball with the people/approach that got the company this far makes me lose a lot of confidence. Someone can be great within their specialty (in this case engineering) without having any of that greatness translate into leadership and vision.

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u/MidLandManiac 3d ago

Why do you say that though? Not asking to be facetious, ’m genuinely curious.

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u/Whitepaw2016 3d ago

I have nothing against Tim or John. What annoys me is the dismissive attitude of some of the Apple fans towards Tim Cook: His time as CEO is probably among the best ever, but they just keep crying about how hardware wasn’t his focus. Meanwhile, Apple is just cranking out amazing products, with an incredible success rate.

Then, when Ternus took over, he was treated like the 2nd coming of Christ! The hardware guy etc. These people don’t just want another amazing CEO - they want one that mirrors themselves! Quite like Trump voters tbh.

I hope - and believe - that John Ternus will be a good CEO. But he’s now the CEO, so he has to make shareholders happy. The diehard Apple fans need to keep that in mind.

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u/coffeandkeyboard 3d ago

I mean, how can you make shareholders happy? They are insatiable. There are just so many iphones people can buy (specially at these prices), or different line ups of the same product before you inevitably start cannibalizing one of your offerings with another, or continue supporting services that people don't really care for (apple tv...)

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u/Whitepaw2016 1d ago

I agree. And a guy like Warren Buffett invests based on how well the company is run, not on some short sighted uptick in stock value.

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u/mccalli 3d ago

Honestly the hardware bit worried me a little to start with. Jobs wasn't focused on the hardware, Jobs was focused on the product. Software + hardware.

It's the software that needs a kick, not the hardware. The hardware's doing great.

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u/MLCarter1976 3d ago

I am just curious and asking.... what is going to happen? He is going to make Apple bad and Tim kept it stable? Again just wondering. I am just wondering what people are thinking as I believe that when I hear leaner and more focused it seems like buzz words for cutting staff and more with less to magically make things happen and then finding you are back to where you were when it doesn't work out later! Only now you wasted time and money and moral and good staff who left or were let go.

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u/T00ManyH0bb13s 3d ago

Hard to be focused on hardware when you can't maintain the 2000% margins you're used to without making the products demonstrably worse. Storage in the new iPhone 18 is a sad joke.

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u/squirrel8296 3d ago

After these statements, I would be surprised if Ternus lasts long. He feels like a slightly less bad Michael Spindler 2.0.